Category Archives: marketing trends

5 Key NZ Marketing Trends for 2018

5-key-nz-marketing-trends-2018

As we plunge headlong towards 2018, it’s time to dust off the old crystal ball and see what sense we can make of the New Zealand marketing environment in the year ahead.

The recent change of government means that our predictive mode is worse than usual, but we will give it our best shot.

1 THE TRANSFORMATIVE IMPACT OF A NEW GOVERNMENT

Firstly, let’s consider what we already know about the plans of the new Labour-led coalition government.

The ink is still barely dry on the coalition agreement, but here’s what’s been announced for the first 100 days:

  • Make the first year of tertiary education or training fees free from January 1, 2018
  • Increase student allowances and living cost loans by $50 a week from January 1, 2018
  • Pass the Healthy Homes Guarantee Bill, requiring all rentals to be warm and dry
  • Ban overseas speculators from buying existing houses
  • Issue an instruction to Housing New Zealand to stop the state house sell-off
  • Begin work to establish the Affordable Housing Authority and begin the KiwiBuild programme
  • Legislate to pass the Families Package, including the Winter Fuel Payment, Best Start and increases to Paid Parental Leave, to take effect from July 1, 2018
  • Set up a ministerial inquiry to fix our mental health crisis
  • Introduce legislation to make medicinal cannabis available for people with terminal illnesses or in chronic pain
  • Resume contributions to the New Zealand Superannuation Fund to help safeguard the provision of universal superannuation at age 65
  • Introduce legislation to set a child poverty reduction target and to change the Public Finance Act, so the Budget reports progress on reducing child poverty
  • Increase the minimum wage to $16.50 an hour, to take effect from April 1, 2018, and introduce legislation to improve fairness in the workplace
  • Establish the Tax Working Group
  • Establish the Pike River Recovery Agency and assign a responsible minister
  • Set up an inquiry into the abuse of children in state care
  • Hold a Clean Waters Summit on cleaning up our rivers and lakes
  • Set the zero carbon emissions goal and begin setting up the independent Climate Commission

Those plans will probably not directly impact on most marketers. However the abandonment of the previously-legislated 2018 tax cuts will mean that, if you were considering strategies to target consumers with a little more disposable income in their wallets come April, fuggedaboutit.

2 MORE FOCUS ON KIWI-MADE

The incoming government is expected to put more focus on the purchase of Kiwi-made products and services in preference to overseas suppliers. If you sell, or wish to sell, to the New Zealand Government, put renewed focus in your sales and marketing literature on the Kiwi provenance of your offerings. Departments and ministries can be expected to be particularly sensitive to local suppliers in the early days of the new government.

3 BEAT THE PRICE RISE

Inflation is expected to increase as a result of a number of factors, including the increase in the minimum wage, elevated government spending and currency fluctuations. Expect to see the return of “beat the price rise” marketing and other price-related messages as businesses move to drive sales.

4 INFLUENCERS EVERYWHERE

Influencer marketing is becoming more and more of a ‘thing’, both in New Zealand and around the world, as mass media continue to splinter. Opinion leaders of every stripe and persuasion are picking up followers across social media (and are more and more willing to convert some of that following into sponsorship income).

The old dangers of celebrity marketing — choosing a spokesperson who turned out to have feet of clay — are even more prevalent in influencer marketing, when we typically know so little about the opinion leaders we choose (except that they have X number of followers). Proceed with caution.

5 TELEVISION ACCELERATES ITS MIGRATION ONLINE

The late-2017 announcement of Vodafone TV, which brings New Zealand’s television channels into the home via UltraFast Broadband, is but the latest step in the migration of television from wireless to wired.

Vodafone TV will provide streamed 4K video services for Vodafone Unlimited Fibre or FibreX customers via the Internet (no satellite required).

Vodafone TV will include unlimited broadband and Sky Basic but customers will need a separate Netflix subscription and will also need to pay to add premium content like Sky Sport, SoHo and SKY Movies.

The Vodafone TV packages will also include all free-to-air channels such as TVNZ 1 and TVNZ 2, THREE, Bravo, Maori Television and Television 33 – premium subscription applications such as Netflix, as well as easy access to TVNZ OnDemand, ThreeNow, YouTube, iHeartRadio and Love Nature 4K.

Sky itself is planning to distribute its own services via the Internet as well. It is the first step in the replacement of satellite-delivered television (offering limited channels, each accompanied by a hefty pricetag for broadcasters) with virtually unlimited-capacity Internet services.

No, the satellite services won’t be switched off overnight — but, as with the transition from analog to digital TV, the changeover will happen first slowly and then swiftly.

——

What other marketing trends can you expect in 2018? Well, that’s the subject of our upcoming special report, to be published in December (available for pre-purchase right now for a special, discounted price).

NZ Marketing Insights 2018

Our NZ MARKETING INSIGHTS FOR 2018 presentation and slide deck,will be available in early December [but see below for a special pre-publication offer available only during November].

Some of the key topics featured in our NZ MARKETING INSIGHTS FOR 2018 presentation include:

Social Listening
Consumers, as they do, may well already be talking about you and your brand online, and if you don’t know what they’re saying, they could do significant brand damage. We consider what to listen for, how to listen and what to do next.

Influencer Marketing
The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

In this report, we consider the importance of Influencer Marketing — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

Amazon’s Arrival Down Under
What happens when the online shopping giant arrives in your neighbourhood? We look at the good, the bad and the ugly implications for NZ retailers and marketers.

Machine Learning & AI
The machines are taking over. All hail our new robot overlords. No, it’s not Skynet — but when you ask Google a question, the answers are powered by RankBrain, machine-learning algorithms that are getting smarter every day.

And then there’s chatbots, which are making a big difference for both customer service and sales conversion funnels. We bring you up to speed on this significant technology.

Google Goes Mobile-First
In early 2018, Google is expected to launch its mobile-first search algorithm, which will give priority to mobile-ready results (hardly surprising, given the high proportion of searches now conducted exclusively on mobile devices). So what does that mean for Kiwi marketers?

Dark Social
It’s a catchy name — typically describing consumers talking to each other via messaging apps, email and other non-social channels — and it’s now a major force to be reckoned with.  With dark social reported to be responsible for 84% of outbound sharing it’s an area that marketers can’t afford to ignore in 2018.

But Wait, There’s More

Now let’s look at some of the other marketing trends that will impact on Kiwi marketers in 2018.

The Big Picture
This first section of the presentation takes a look at what we can expect in 2018 from an economic and political perspective, in the wake of NZ First’s decision.

Who We Are
Then we review our demographic and behavioural profile, based on the latest consumer lifestyle studies and statistics.

New Zealand Media
We delve deeply into the new breed of television offerings as the medium continues its inexorable migration online. We examine new Internet-delivered services from Sky and Vodafone TV and consider the potentially-far-reaching implications for marketers.

We then turn our attention to newspapers and explore what might happen as a result of the Fairfax/NZME merger High Court appeal — if it succeeds or if it fails.

The latest Radio and Out of Home developments come next, closely followed by what’s new in Magazines.

We look at up-and-coming movie blockbusters for 2018.

Then we turn our attention to Experiences, review their importance (especially for millennials) and run through upcoming major events for the year.

Then it’s time to turn our focus to digital.

We review some of the staggering statistics as a majority of New Zealand opts for unlimited data and consider the implications for NZ marketers now that Mobile dominates Internet usage.

We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat and Google Plus.

We update the latest online video numbers and then dig deep into Messaging Apps.

A roundup of key marketing technology trends follows, including Personalisation, the Internet of Things, Augmented Reality, AI, Programmatic, Virtual Reality, Drones, Context Brokering, Blockchain and Wearables.

And we close with a brief look at Future Technology trends that will impact in later years.

Purchase your copy today

As we mentioned, our MARKETING INSIGHTS FOR 2018 presentation (comprising at least 150 slides) will be published in early December. It’s unbranded, for you to present as you see fit to your clients.

This presentation looks ahead at what marketers should expect and plan for in 2018, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2018 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2018.

The NZ MARKETING INSIGHTS FOR 2018” report and slide deck will be available for just $597+GST.

However we have a special pre-publication offer for bookings and payment received during November:

Pay just $497+GST and SAVE $100!

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=F38UV54BEUHCW

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

Once we receive your payment, we’ll drop you a quick email confirming your order. Then in early December we will send you download details for your copy of the NZ MARKETING INSIGHTS FOR 2018 report & slide deck.

Marketing Trends for 2018

NZ Marketing Insights 2018

It’s that time again, when we dust off the crystal ball and peer into the future of New Zealand Marketing for the year ahead.

Then we wrap our findings up into a comprehensive slide presentation and make it available for you to present to your clients and colleagues as a preview of what to expect in 2018.

Launch 2018 with a comprehensive presentation to your team or your clients

Our NZ MARKETING INSIGHTS FOR 2018 presentation and slide deck,will be available in early December [but see below for a special pre-publication offer available only during November].

Recent US research gives us a few hints about what we should (and do) cover:

importance-of-social-listening

Some of the key topics featured in our NZ MARKETING INSIGHTS FOR 2018 presentation include:

Social Listening
Consumers, as they do, may well already be talking about you and your brand online, and if you don’t know what they’re saying, they could do significant brand damage. We consider what to listen for, how to listen and what to do next.

Influencer Marketing
The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

In this report, we consider the importance of Influencer Marketing — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

Amazon’s Arrival Down Under
What happens when the online shopping giant arrives in your neighbourhood? We look at the good, the bad and the ugly implications for NZ retailers and marketers.

Machine Learning & AI
The machines are taking over. All hail our new robot overlords. No, it’s not Skynet — but when you ask Google a question, the answers are powered by RankBrain, machine-learning algorithms that are getting smarter every day.

And then there’s chatbots, which are making a big difference for both customer service and sales conversion funnels. We bring you up to speed on this significant technology.

Google Goes Mobile-First
In early 2018, Google is expected to launch its mobile-first search algorithm, which will give priority to mobile-ready results (hardly surprising, given the high proportion of searches now conducted exclusively on mobile devices). So what does that mean for Kiwi marketers?

Dark Social
It’s a catchy name — typically describing consumers talking to each other via messaging apps, email and other non-social channels — and it’s now a major force to be reckoned with.  With dark social reported to be responsible for 84% of outbound sharing it’s an area that marketers can’t afford to ignore in 2018.

But Wait, There’s More

Now let’s look at some of the other marketing trends that will impact on Kiwi marketers in 2018.

The Big Picture
This first section of the presentation takes a look at what we can expect in 2018 from an economic and political perspective, in the wake of NZ First’s decision.

Who We Are
Then we review our demographic and behavioural profile, based on the latest consumer lifestyle studies and statistics.

New Zealand Media
We delve deeply into the new breed of television offerings as the medium continues its inexorable migration online. We examine new Internet-delivered services from Sky and Vodafone TV and consider the potentially-far-reaching implications for marketers.

We then turn our attention to newspapers and explore what might happen as a result of the Fairfax/NZME merger High Court appeal — if it succeeds or if it fails.

The latest Radio and Out of Home developments come next, closely followed by what’s new in Magazines.

We look at up-and-coming movie blockbusters for 2018.

Then we turn our attention to Experiences, review their importance (especially for millennials) and run through upcoming major events for the year.

Then it’s time to turn our focus to digital.

We review some of the staggering statistics as a majority of New Zealand opts for unlimited data and consider the implications for NZ marketers now that Mobile dominates Internet usage.

We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat and Google Plus.

We update the latest online video numbers and then dig deep into Messaging Apps.

A roundup of key marketing technology trends follows, including Personalisation, the Internet of Things, Augmented Reality, AI, Programmatic, Virtual Reality, Drones, Context Brokering, Blockchain and Wearables.

And we close with a brief look at Future Technology trends that will impact in later years.

Purchase your copy today

As we mentioned, our MARKETING INSIGHTS FOR 2018 presentation (comprising at least 150 slides) will be published in early December. It’s unbranded, for you to present as you see fit to your clients.

This presentation looks ahead at what marketers should expect and plan for in 2018, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2018 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2018.

The NZ MARKETING INSIGHTS FOR 2018” report and slide deck will be available for just $597+GST.

However we have a special pre-publication offer for bookings and payment received by November:

Pay just $497+GST and SAVE $100!

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=F38UV54BEUHCW

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

Once we receive your payment, we’ll drop you a quick email confirming your order. Then in early December we will send you download details for your copy of the NZ MARKETING INSIGHTS FOR 2018 report & slide deck.

The Trump Shock & The Dangers of Only Listening to Others Like You

The Trump Shock

The Trump Shock & The Dangers of Only Listening to Others Like You

2016 really has been a year for Black Swan events — results that were as transformative as they were unexpected.

First it was Brexit, then President Trump.

The media, researchers, commentators and academics all expected a different result. Yes, their data suggested, it would be close — but smart money was on the traditional outcomes.

The people voted otherwise — to the shock and horror of the usual suspects.

So what happened — and, from our perspective, what are the implications for marketers?

TALKING AMONGST THEMSELVES

It’s become more and more apparent in recent times that online social chatter — especially via forums such as Twitter — has been dominated by highly vocal contributors who often behave like (not to be too delicate about it) bullies, criticising and marginalising those whose opinions are not the same as theirs.

Unsurprisingly, those with contrary views have therefore been removing themselves from what was supposed to be a debate but instead has become a monologue.

As a consequence, many crowd platforms have become single-voice platforms … and nowhere is that more evident than in the political arena, where silence has become the preferred option for those whose views run contrary to prevailing viewpoints.

That does not mean, of course, that the silent crowd has changed its opinion — simply that it saves its efforts for the ballot box, where such opinions can, and in fact have, changed nations.

In the UK, it’s been dubbed the “Shy Tory” factor:

Shy Tory Factor is a name given by British opinion polling companies to a phenomenon first observed by psephologists in the 1990s, where the share of the vote won by the Conservative Party (known as the ‘Tories’) in elections was substantially higher than the proportion of people in opinion polls who said they would vote for the party. This was most notable in the general elections of 1992 and then 2015, when the Conservative Party exceeded opinion polls and comfortably won re-election. (Wikipedia)

THE LESSONS FOR MARKETERS

Colin Shaw, writing on LinkedIn in 2015 in the aftermath of the unforeseen UK election landslide, suggested three lessons for marketers. We’ve added two more, which we’ll get to in due course:

Why did people say they were going to vote one way and then change their mind? My take is people often say one thing and do another.

Since many marketers are also responsible for polling for their brand, maybe we can glean some wisdom from the polling failure by taking a closer look at Why People Say One Thing and Do Another.

Reason #1: It is a complex process to understand what people (and Customers) want.

The pollsters weren’t trying to get it wrong. They were earnest in their efforts to get a sample on which they could predict where the election was headed. So they, like all of us, were scratching their heads when the dust settled, and the Conservatives won a clear majority. Even if they were reaching a broad sample of the British population, the answers they got back might not have been accurate. Why? Because sometimes the voter didn’t know what they wanted yet. What they wanted for the election was “hidden” in their subconscious, down in the emotions.

What Can Marketers Learn From This?

Many times there is a hidden part of how a Customer feels that drives their behavior. You might complete research where Customers tell you they want something, implement that something, and see no change in Customer behavior. It’s important to look for the causes of the behavior to see what Customers really want. We find most often in our work that these causes are hidden down in the emotional subconscious.

Reason #2: People have two ways of thinking about things and whichever one is in control at the moment will direct their behavior.

We know there is a big difference between what people say and what people do.Sometimes people don’t know what they want until they are forced to make a decision, as in the voting booth. However, the way people make decisions many times, is with their heart not their head.  In Professor Daniel Kahneman’s book, “Thinking Fast and Slow,” we learn about the System One (emotional, instinctive, fast) and System Two (methodical, logic-based, slow) thinking. On the poll inquiry, they could have used System One thinking, answering quickly without using their more rational thinking from System Two. However, System Two might have showed up for the actual vote. Or vice versa. It is, in many ways, mysterious.

What Can Marketers Learn From This?

Essentially, the difference between what people say they will do and what they actually do is the core message of our Emotional Signature. People are not rational, so basing your actions on research addressing the rational side of your experience is not going to get you to where you need to go. Every brand has an experience that generates emotions that drive your Customer’s behavior—and they are not rationally based. Exploring the emotions connected to your brand is going to give you a much better basis for predicting how Customers react.

Reason #3: Marketers need to consider how the data is being collected.  

In an article on the Huffington Post on the polling debacle, a correspondent argued old methodologies for polling might have contributed to the error. Polling results come from sampling the population, usually via their home phone. As many of you can imagine, it is increasingly difficult to reach people on a home number. Why do pollsters still use the home phone in 2015 you might ask? Because there is a consensus amongst pollsters that mobile phones “are unreliable.” But frankly, if you aren’t reaching me on my mobile you can rely on not reaching me. I have a feeling that’s true for more than one of you reading this.

What Can Marketers Learn From This?

It’s important to change your methods of communication if you want to get a “sample” of the population. Don’t let the way things have always been done be the driver for your methods.

Politics and polling go together. They are essential to those who run and those who vote. However, in the election in the UK [last year], the pollsters failed to provide an accurate representation of voters’ intentions, leaving many wondering if the methodology needs a closer look. My take is it probably should, but also that human irrationality and emotions played a part in the inaccuracy as well.

And a fourth reason, which Mr Shaw didn’t mention at the time:

Reason #4: those with opinions that are not considered “politically correct” simply won’t share them publicly

As we’re starting to see from post-mortems on Brexit and on the Trump presidency, when consumers hold contrary views, they’ve learned to keep those to themselves. Even so, when the time comes, those opinions will still drive their actions.

What Can Marketers Learn From This?

Whether you’re launching a new product or promoting an existing one, you should take care to canvas the opinions of a representative cross-section of your target audience. Too many products have failed because they were based on the needs and desires of the creators of the marketing (and their peers) rather than the wishes of the true consumers.

Then there’s a fifth and perhaps most important consideration of all, contributed to Forbes by John Carpenter the day after the Trump result:

Reason #5: Strong Emotions Can Really Make A Big Difference

While polling data correctly predicted [that Hillary Clinton would win the popular vote], it failed to make the more nuanced call that anger among working class white voters ran deep, and would drive them to the polls in larger numbers than the luke-warm Clinton supporters in the Democratic base.

Many pollsters are whining that they got the big picture right. What they got wrong was the much-harder-to-measure sense of how likely people were to vote. They knew that Clinton, like Trump, was disliked by many voters. What they failed to predict was that Clinton’s “negatives” would weaken turnout among people who had voted for Barrack Obama – votes she needed and didn’t get, especially in key states.

Trump is no luddite. He understands the power of the social media echo chamber, maximizing the strength of his 14.2 million Twitter followers to spread his unfiltered message. His opponents, meanwhile, angrily denounced him in post after post, most of which were read almost exclusively by like-minded opponents.

Arguably, similar passions for change drove pro-Brexit voters in the UK.

What Can Marketers Learn From This?

Are your supporters passionate — or merely accepting? Would they go out of their way to choose your product over a competing brand? Are they true fans, or might they easily be wooed away by a better price or a more enticing argument?

If you don’t know the answer to that question — or, worse, if the answer is negative — then your brand is vulnerable.

So what else should NZ marketers watch for in 2017?

Well, when it comes to Black Swan events like those above, our crystal ball is probably no better than yours.

But what we have done is look ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — and we’re turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

Marketing Insights 2017

This comprehensive slide deck, with accompanying notes, consists of at least 200 slides covering:

  • The latest NZ research and statistics, and what they mean for New Zealand marketers
  • Local and international television trends and comments
  • The changes impacting NZ newspapers and their implications for marketers
  • Is Small Data the new Big?
  • Magazine news and trends
  • What you need to know about Radio for 2017
  • The very latest on Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google Plus and other key social properties
  • The new popularity of Slack, Yammer and Facebook At Work and what they mean for businesses
  • Programmatic advertising explained and explored
  • Online video – how can you take advantage of this seemingly unstoppable trend?
  • Wearables: fad or threat?
  • Messaging Apps reviewed and implemented
  • Context brokering and smarter business decisions
  • Loyalty program evolution and opportunity
  • Smart Data Discovery and analytics enhancements
  • Google Assistant, Siri, Cortana and the new breed of AI mobile support
  • Is your content really mobile-savvy?
  • How can you use AI?
  • Drones and their promotional potential
  • The latest on the Internet of Things
  • Blockchain and its marketing uses
  • Emerging technologies such as Smart Dust and 4D printing – and why you should be getting ready for them now

There’s plenty more, covering old and new media, insights and analytics, strategies and tactics – but we think you get the idea.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

 

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B6N4C5BPZ7ACQ

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

5 NZ Marketing Trends for 2017

5-nz-marketing-trends-2017

It’s that time of year, when commentators dust off the crystal balls and start to consider what we should expect for the year ahead. We’ve already been working on our forecasts for some time, as we work on our NZ MARKETING INSIGHTS FOR 2017 presentation and slide deck that’s due for release later this month.

We’ll talk more about that presentation shortly, but first let’s have a little peek inside, at some of the marketing trends that will impact on Kiwi marketers in 2017.

millennials prefer experiences

1 Experiences are more important than possessions, at least to millennials

If you’re targeting Millennials (those born between 1980 and 1996, now aged 20-36), take note. According to a recent US research study conducted on behalf of EventBrite, millennials highly value experiences and are increasingly spending time and money on them: from concerts and social events to athletic pursuits, to cultural experiences and events of all kinds. For this group, happiness isn’t as focused on possessions or career status. Living a meaningful, happy life is about creating, sharing and capturing memories earned through experiences that span the spectrum of life’s opportunities.

Auckland-Arts-Festival-fireworks

That’s one of the reasons why high-experience events such as the Auckland Arts Festival resonate so well with audiences.

IMPLICATIONS FOR MARKETERS

A recent Bloomberg Businessweek survey revealed that “delivering a great customer experience” has become the new imperative: 80% of the companies polled rated customer experience as a top strategic objective.

Research suggests that companies that provide exceptional customer experiences have a strong competitive advantage. Customers are prepared to pay higher prices, make additional purchases, be more loyal and recommend the business to others.

mobile-internet-usage

2 Three-quarters of Internet usage in 2017 will be via mobile

Three out of every four minutes (75%) of Internet use will be accessed via a mobile device in 2017 — up from 68% this year, according to a mobile advertising forecast released in late October by Publicis’ Zenith unit.

That’s a global forecast — here in NZ we tend to lag a year or two behind when it comes to mobile trends — but it’s still a staggering percentage.

IMPLICATIONS FOR MARKETERS

Take out your phone and dial into your website. Does it still look good on the small screen. More importantly, can your prospects and customers access everything they want from you through that device, which may represent the only view they ever have of your website?

If the answer is not a quick and easy “Yes”, you need to revisit your mobile presence, fast. (May we recommend our comprehensive Mobile Marketing course, if you’re unsure where to go and what to do?)

Internet of Things

3 The Internet of Things will become bigger than ever

We’ve all heard plenty of hype — and a few horror stories — about the Internet of Things (IoT). But, according to Accenture, 87% of mainstream consumers still don’t understand what the IoT market is.

So how real is the IoT so far — and what can expect from the IoT in 2017?

According to the Motley Fool, there are already 15 billion IoT-connected devices, with projections of anywhere from 50 to 200 billion devices by 2020.

Real enough for you?

IMPLICATIONS FOR MARKETERS

So how does the IoT matter to marketers? Try these for size:

(a) The relationship between consumer and marketer deepens as the data grows. Here’s how Marketo explains it:  more connectivity leads to more data, leads to smarter data, leads to more relevant campaigns, leads to more customer engagement. (Forbes)

(b) With IoT, the degree of target marketing has grown in specificity. Effective marketing will not only cater solutions to demographic and psychographic targets, it will also predict solutions for the individual users of products. In other words, if your car is connected to the Internet and the brakes are wearing out, wouldn’t it make sense for your car to direct you to a local brake shop? (Forbes)

(c) 51% of the world’s top global marketers expect that IoT will revolutionize the marketing landscape by 2020. Here (per i-Scoop) are some of the ways marketers will use IoT (mainly in a data-driven marketing view):

  • Analyzing customer buying habits across the platforms customers use.
  • More and previously unobtainable data regarding how consumers interact with devices and products (the “connected devices” themselves).
  • Getting a better insight into the buying journey and in which stage of it the customer is.
  • Real-time interactions, POS notifications and of course targeted (and even fully contextual) ads.
  • The customer service field whereby issues can be quickly resolved.

(d) Easy Exchange of Sales Data. One of the most valuable commodities to any business is its sales data. By having access to information regarding how, where, and why your products are being purchased and used, you’ll be able to better tailor your marketing efforts towards your specific clients. Smart devices that can gather this data and supply it back to you in real time, without the need for IT professionals to direct or monitor the interaction, will allow businesses to to create informed marketing strategies and improve ROI on future sales. (Salesforce)

(e) Automatic altering of marketing campaigns to suit changing needs. Gaining access to powerful customer insights will give marketers the ability to swiftly change marketing approaches to suit the changing needs of customers. Essentially marketers will be more proactive in their approach to marketing instead of reacting to results after the fact. Predictive analytic tools will be able to make stronger predictions and automatically adjust campaigns based on consumer trends and changing market demands. (business2community.com)

autonomous vehicles

4 Christchurch will host New Zealand’s first trial of a fully autonomous electric vehicle in 2017

HMI Technologies and Christchurch International Airport have agreed on the New Zealand based and funded trial, which is focussed on finding answers to key questions about how these vehicles could operate in this country.

The trials will largely be conducted on the Christchurch Airport campus, starting on private roads with no public present, with the long-term aim of moving to public roads once the safety case has been made and all regulatory approvals are in place.

IMPLICATIONS FOR MARKETERS

So why do self-driving cars matter to marketers (especially if you’re not a car-maker)?

Here’s what McKinsey thinks (as reported by Mark Schaefer):

Automated Vehicles could free as much as 50 minutes a day for users, who will be able to spend traveling time working, relaxing, or accessing entertainment. The time saved by commuters every day might add up globally to a mind-blowing one billion hours—equivalent to twice the time it took to build the Great Pyramid of Giza.

It could also create a large pool of value, potentially generating global digital-media revenues of €5 billion per year for every additional minute people spend on the mobile Internet while in a car.

What will these mobile entertainment centers mean for advertisers?

In some ways, a car-based content distribution system may be a “do-over” for the ad industry. Today people hate ads so much they want to block them. Hopefully the industry has learned its lesson and won’t turn cars into places that interrupt and annoy us.

  • We would probably enjoy free content as a trade for a sponsorship statement. For example, the Spotify or iTunes of the future will have access to all of the personal information being collected from our travels and align a sponsor precisely with our interests and our destination. “Today’s free music is brought to you by Taco Bell. You’ll be passing 27 of our stores today. Why not try a delicious Chalupa del Grande?”
  • When you buy a car from a dealership, you may be able to choose to pay for an entertainment package or get one for free that comes with a sponsor.
  • Advertising opportunities on traditional radio stations will be crushed with the end of “drive time.” When we are riding around in the ultimate personal entertainment device, it’s unlikely we’ll choose to listen to ad-filled local programming. Is commercial radio nearing its end?

 

Twitterbots

5 Twitter offers automated Direct Messaging tools to brands

With more and more chatbots and other AI tools available through the various messaging apps (learn about that here), it’s no great surprise that Twitter has introduced the technology as well, with automated Direct Messaging responses now available to brands.

Here’s a promo video that demonstrates the idea:

IMPLICATIONS FOR MARKETERS

So what are the benefits of this sort of technology for marketers?

Here are a few, largely self-evident, benefits, as flagged by Skyword (follow the link for full details):

(a) Automated customer service helps both sales and marketing.
(b) Chatbots can track user data.
(c) They’ll improve your efficiency and availability.
(d) Your chatbots will only get smarter with time.

 

Other Marketing Insights for 2017

As we mentioned, these trends come from our MARKETING INSIGHTS FOR 2017 presentation.

This presentation looks ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

Marketing Insights 2017

This comprehensive slide deck, with accompanying notes, consists of at least 200 slides covering:

  • The latest NZ research and statistics, and what they mean for New Zealand marketers
  • Local and international television trends and comments
  • The changes impacting NZ newspapers and their implications for marketers
  • Is Small Data the new Big?
  • Magazine news and trends
  • What you need to know about Radio for 2017
  • The very latest on Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google Plus and other key social properties
  • The new popularity of Slack, Yammer and Facebook At Work and what they mean for businesses
  • Programmatic advertising explained and explored
  • Online video – how can you take advantage of this seemingly unstoppable trend?
  • Wearables: fad or threat?
  • Messaging Apps reviewed and implemented
  • Context brokering and smarter business decisions
  • Loyalty program evolution and opportunity
  • Smart Data Discovery and analytics enhancements
  • Google Assistant, Siri, Cortana and the new breed of AI mobile support
  • Is your content really mobile-savvy?
  • How can you use AI?
  • Drones and their promotional potential
  • The latest on the Internet of Things
  • Blockchain and its marketing uses
  • Emerging technologies such as Smart Dust and 4D printing – and why you should be getting ready for them now

There’s plenty more, covering old and new media, insights and analytics, strategies and tactics – but we think you get the idea.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

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